Freelander, the premium all-terrain vehicle brand jointly developed by Jaguar Land Rover (JLR) and China’s Chery, plans to enter Africa through Morocco in mid-2027, with Tunisia among its first markets, as the automotive venture accelerates its international expansion across the Middle East and North Africa.
The company said on Monday that Morocco would serve as its initial entry point into Africa, with preparations under way to establish local distribution, sales and after-sales service operations ahead of the planned launch.
The move forms part of a broader international rollout that will see Freelander establish a presence in 11 Middle Eastern markets during the first half of 2027, beginning with the United Arab Emirates.
The planned markets include Saudi Arabia, Kuwait, Qatar, Bahrain, Oman, Iraq, Jordan, Lebanon, Israel, Egypt and the UAE.
Freelander said its Middle East operations were moving beyond initial brand presentations and partnership discussions towards the development of commercial sales and service networks.
In the UAE, Al Tayer Motors and Premier Motors have been appointed official dealer partners, with the Freelander 8 expected to launch in the first quarter of 2027.
The company also signed new partnership agreements covering Bahrain and Oman during its Freelander Nightfall event, held alongside the 2026 Chery International User Summit in Wuhu, China, in October.
Lucia Mao, chief executive of Freelander International, said the company’s expansion strategy would depend on establishing reliable local partnerships and customer service operations.
“For me, bringing FREELANDER to the world means more than entering new markets. It means earning the trust of our customers, every day,” Mao said.
“That takes a great product, strong local partners and service people can rely on.”
The expansion represents a further step in the international development of Freelander, which combines JLR’s British automotive heritage and design expertise with Chery’s vehicle technology and global manufacturing supply chain.
JLR owns the Freelander brand and has established a dedicated design hub responsible for developing its vehicles, while Chery contributes intelligent automotive technology and supply chain capabilities.
The partnership is intended to position Freelander in the premium all-terrain vehicle segment, combining the brand’s established identity with technology developed through the Chinese automotive industry.
For its African expansion, Freelander has selected Morocco as its first market, with Tunisia expected to follow as part of the initial rollout.
The company said it was working with prospective local partners to develop distribution arrangements, after-sales infrastructure and product introduction strategies tailored to each market.
Morocco’s selection places the North African country at the centre of Freelander’s initial African commercial strategy, although the company has not disclosed whether it intends to establish manufacturing or assembly operations in the country.
The planned entry also comes as Chinese automotive manufacturers and their international partners seek opportunities to expand their presence in overseas markets.
Chery’s involvement gives Freelander access to established automotive technology and supply chain resources, while the JLR connection provides brand ownership and design capabilities.
The venture’s expansion strategy will require the establishment of dealer networks, maintenance services and customer support infrastructure across markets with different regulatory and commercial requirements.
In the Middle East, Freelander has already begun formalising partnerships, with the UAE positioned as the first market for the Freelander 8.
The company expects its wider regional launch to take place during the first six months of 2027, followed by the introduction of the brand in Africa around the middle of the year.
Freelander has not disclosed vehicle pricing, technical specifications or sales targets for Morocco and Tunisia.
It also has not identified the local distributors that will represent the brand in either African market.
The company said details of market-specific launch schedules, vehicle configurations, pricing and sales arrangements would be announced through official channels.
The planned expansion will test Freelander’s ability to establish itself as a premium automotive brand across the Middle East and North Africa, where success will depend not only on vehicle offerings but also on distribution coverage, after-sales support and customer confidence.
For Morocco and Tunisia, the 2027 launch will mark the first stage of Freelander’s African market entry, with any subsequent expansion across the continent yet to be announced.
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